In partnership with March For Our Lives, the agency team had already conceived the idea: a metaphorical representation of the aftermath of a mass shooting, expressed through the mechanical language of a Rube Goldberg machine.

As a creative and production partner, we was asked to help elevate the metaphors and develop the concept into an achievable script, while amplifying the humanity – no mean feat, given the complexity of the idea and the immovable 11-week deadline of the midterm elections. With the common goal to make a real impact, however, it was clear that everyone involved was ready to do whatever necessary to create something remarkable.